5 thoughts on “How to do a good store in opening skin care shops”
Noel
It is necessary to inspect the direct -operated stores in advance, including the number and operating situation of the brand direct -operated stores, which can reflect the feasibility of this project. Is a good project must be a market inspection project. Direct stores are the best way to test project feasibility. The successful operation of a direct -operated store can test the correctness of the business model of the project, the product is suitable for the current consumption trend, and the store operation is operable. The development of direct stores also objectively shows the core competitiveness of the brand. Is a good project directly operated stores must be the same as benchmarking: in place, excellent products, attractive decoration, excellent site selection, and super profitability. Where can I summarize the successful teachings to franchisees? On how to open the washing supplies In the next step: In find a good channel to ensure that it is available when the customer places an order. In the brand, rent the store, and determine the size of the store. M recruitment of skin care clerk. Pet some trial samples. M promoting shops on the website or social platform. Is my answer can help you!
The location of the cosmetics store is very critical. The military method said: the victory of the soldiers, the assistance of the ground, the importance of the geographical location. Some people say that the location of the store determines about 50%of the turnover, which makes sense. In the industry, there is a one -step difference in the industry. Even if it is almost in the same location, the business will be much worse. It can be seen how important it is to open a store.
The site selection of cosmetics stores is generally judged based on the positioning of the store and the consumer group faced. If you want to operate a brand with high prices , the cosmetics of young white -collar workers should be selected at women's gathering areas with higher consumption levels, such as boutique clothing stores, jewelry stores, high -end office buildings, etc. For the cosmetics of young people, you should choose a bustling street in KFC, McDonald's or near universities. The cosmetic shop is generally divided into several forms according to the different environment. 1. The most typical one is KFC McDonald's and Watsons. Its stores are generally opened next to or or inside a large store with a particularly large traffic. They attach to large merchants to bring themselves a source of customers, as well as cosmetics shops. The attached store advantages, concentrated customers, and stable turnover, but the cost of rent and other costs leads to high operating costs. Such shops have high influence on operating level and brand, as well as the professional level of salespersons. The operator must have certain experience and funding foundation in order to open the store in this kind of place. Otherwise Those who enter the industry enter. 2, commercial district boutique The shops are located in relatively prosperous downtown areas, and they are driving on commercial streets and pedestrian streets that are more than ten miles now. The flow of people is also relatively large. This kind of business district may not be considered a category in cities, but it will also attract some consumers. Most cosmetics stores are located in this type of business district. 3, serving the community store Due to the gradual expansion of the urban area, more and more communities, and opening a store in the community is also a good choice. Community stores will have a good development prospect. Such a store passenger flow is generally small, but the rent will be very low. It is mainly for customers in the community. The general operation is relatively stable. In selection of the store, choosing a product is one of the essential preparations. To determine which product you want to operate, you need to understand the market conditions of this product, and some information about this product. Only when you fully understand the market and have a comprehensive understanding of the cosmetics you operate, the store may be successful. If there is still a problem, click on the avatar consultation.
For enterprises, specialty stores bear the two functions of the image window and sales. The same is true for dealers, but dealers pay more attention to the improvement of sales performance. To improve sales performance, we must do a good job of marketing and focus on marketing. Since the terminal form of opening a specialty store has been homogeneous, then you must find a way to distinguish the characteristics of business and do it. Do it and do it. Do it. Differentiated, thereby enhancing the attractiveness of specialty stores to consumers. While doing a good job of image display, it promotes the improvement of sales performance of specialty stores. 1. Opening a specialty store should highlight the taste of the manufacturer and dilute the middle merchant From the consumer consumer mentality, consumers always like to go directly to the manufacturer to get the goods when shopping. It is also the most fair. Once there is an intervention in the intervention, it feels that there is a price increase in the middle, the price is not favorable, or the goods are not reliable. In order to cater to the psychology of consumers, the author should try to highlight the taste of the manufacturer as much as possible in the layout of the specialty store, and dilute the traces of the middlemen. Especially some details in the service, for example, employees are dressed in the same uniform as manufacturers, wearing the same brackets as manufacturers, all files and office supplies marks have manufacturers' marks, and even the envelope used by the use of paper, all from the envelope, all from from, all from from, all from from, all from from, all from from, all from from, all from from. The manufacturer was transferred, and the internal publication of the manufacturer was placed on the book rack. Through such details, it was impressed by consumers to create a store directly under the manufacturer. 2. The specialty store should create a production -related atmosphere Since it is a manufacturer's specialty store, in order to increase the authenticity, it is necessary to create an atmosphere related to production, especially the production technology of product characteristics. For example, the author posted the brewing process, cellar characteristics, and related cultural materials that the wine brand focused on promoting. , Let consumers see and feel intuitively. 3. Service is the key In this regard, the training of employee service awareness is very important. For the influence of cultural factors, many people think that serving others is a low -person, especially in some areas in the north. The service awareness of Chinese people has always been poor. From subjective to objective, it is difficult to require employees to maintain excellent services at all times. Many times, employees' service consciousness is superficial and unsuitable. The boss is there to perform better; the boss is not here, and it may be greatly reduced. Unless the boss stares in the store every day, it will not be able to ensure the continuity and consistent service quality. In order to ensure the quality of service, the staff of the specialty store cannot simply call the existing business personnel. Instead, they must be re -selected from the outside, using excellent employees to drive the atmosphere of the specialty store, and also put pressure on the old employees in the formulation of salary. The awareness of service as an employee is to form the habit of serving customers. When facing customers, you can habitually express a suitable attitude and language. However, cultivating employees' awareness of service and prompting them to form habits is simple, but it is not possible to cultivate and train in five or six years. From the perspective of the boss, the cost of this training and training is relatively high. Whether it is worth it is often suspected. There is a shortcut here to learn from. Dealers can directly recruit some employees with such a good service consciousness, such as hotel staff. As we all know, the benchmark of the service industry is the hotel industry. The hotel has repeatedly emphasized the word service. Since entering the hotel, he has been emphasized the consciousness of this "service". After a few years, the hotel staff's service awareness has been deepened. To a certain extent, a habit of habits and behaviors have been formed. After entering the enterprise with the foundation of this service consciousness, their transformation costs are very low. The acceptance of the concept is high, and it is much smoother. A although the staff of the hotel lacks related product knowledge, it can be solved by short -term training. However, if you want to improve the employee's awareness of service through training, it is not possible to work hard for a few years. The excellent service attitude is the best way to build word of mouth, and the author also pays special service fees for employees of the store. In response to this service issue, economic support is given. From the actual effect, this method is very effective. It is should be bundled with the service to strengthen their service awareness. The service requires employees to mobilize their feelings. This mobilization of feelings is a kind of dedication for employees. As a boss, we must consider this effort to give employees a certain degree of economic return. The author has set up special allowances for high -quality service. As an employee, since there is an additional service allowance, then the service attitude and consciousness are naturally noticed and reflected in the service attitude and consciousness. 4. Union can make bigger The high -end stores are just a store, and its influence and ability are limited after all. If you want to make business bigger, you must learn to cooperate, find some partners who have no competitive relationship with them, and cooperate with them to develop consumers. For example, joint promotions with some related brands related to some associated brands, through the form of joint consumers, binding sales, public relations activities, etc., borrow their channels and customer resources to approach common consumers and expand market influence. 5. Go out of the store, actively marketing The shop is fixed. It is impossible for all consumers to enter our store. Furthermore, we can't sit in the store and other consumers to come to the door. We have to find a way to go out and take the initiative to contact consumers. The author's method is to enter the community. There are two types of communities selected. One is the centralized residential area of a large enterprise and large units, and the other is a high -level residential area. The residents in these two residential areas have good consumption capacity, and the price sensitivity is not high. It pays more attention to services and brands. It is the main consumer group of specialty store products. Through free tasting, gifts, product display, public relations activities, etc., and the target consumer groups are fully contacted, the characteristics and image of the brand and specialty stores are conveyed. The author's experience is more calm and easy to communicate with consumers in a non -business environment, and it is easier to win the favor of consumers. Customers developed through such activities are also relatively stable. The above items are some soft kung fu in the specialty store. Of course, it is necessary to do a good job of specialty stores. Site selection, decoration, funds and other hardware are essential. It is important that the space and potential to play are also greater, and it also tests the wisdom and ability of dealer bosses.
Now the cost of opening cosmetics stores is getting higher and higher, the geographical location is getting worse, and the professional quality of the clerk is getting worse and worse. At the same time, it is becoming more and more difficult to recruit employees. Although there are many difficulties, in order to survive and develop, the store customer base is different, so the product structure and service characteristics of each store are different. n (1): Who pays your money -customer. Before opening the store, you must figure out the revenue of the group around your store, which will determine the structure of your choice. This is easy to understand. You have to figure out who to buy your product and open it in a low -income industrial area. If you introduce high -end brands, it is not to find death, you ca n’t sell it. Open in the commercial area, if the store is full of three or four brands, guests will not enter the store ... and so on. (2): What are the benefits of your customer -value. You know why guests buy cosmetics? That's because guests need to improve some of their skin problems (dry skin, yellow, spots, black, wrinkles, acne, scars, etc.). When our beauticians help guests choose the product: 1 is the safety of the product (what is mentioned here is not that the brand's products are not safe, but every product has it. Personality, when matching is not good, it will stimulate the skin of the guests, and sometimes allergic. This requires a beautician to be a professional knowledge); is the product effect. The effect will go to other stores next time. There are no loyal customers in the world. (3): How to make customers pay for — marketing. It is very difficult for customers to buy a product in the store. Sometimes I saw the clerk's saliva and said it. After a few hours, the guests bought it. The main reason here is trust. Sometimes I often think about how to reduce the difficulty of buying the clerk and enhance the trust of the guests. The commonly used methods include improving the decoration of the store, the display of the product, the advertising placement, and the uniform uniform of the clerk. In fact, these are important, but I personally think that the clerk's intimacy and professional knowledge can give guests a sense of security. (4): How to send value to customers -channels and methods. Some stores depend on selling products directly. Some stores make money to sell products behind them. Each store's survival methods and methods are different. Everyone needs to find it from me. Survival is the most fundamental. (5): How to do -the main task. The responsibility of the owner and the clerk is different. Everyone must be clear and know what their responsibilities are. (6): What is missing -resources. In fact, the most lacking resources in entrepreneurship are the necessary professional knowledge and capital contacts. Each industry is the same. The deeper you know the industry, the easier it is to find out its profit points. (7): Who can help you -partners. A good guy for three people, one person cannot do a lot of things. When starting a business, you can find other people's help (loved ones, friends, like -minded.) As the saying goes: brothers and brothers calculate accounts. Only when it is clear, it is clear that cooperation is possible. Otherwise it is better to do it by yourself. (8): How many ways to make money -product lines. According to the area and location of your store, the product line can be appropriately increased, such as beauty products, washing supplies, imported snacks, imported skin care products, personal care projects, etc., and many need to be excavated by themselves. (9): How much does it cost to make money -cost structure. The transfer costs, rent, brand costs, personnel costs, and decoration costs of the store must be considered clear before opening the store.
The design of cosmetics stores must not be ignored by highlighting the brand. The brand effect is a benchmark in the cosmetics industry. Most women when choosing cosmetics are a factor that affects them that they cannot ignore. It is not just a part that the brand is not just in the product, and the store design and decoration can also be used. It highlights the brand to the facade, display cabinet, icon, packaging and other places, so that customers have more opportunities to see and contact, so that they are convenient for customers The brand imprint in my heart to form a brand cognition, which is conducive to customers in the future to think of a brand to think of your store. Most cosmetic stores are just displaying the product simply when designing. Except for the product display area, there are only seats and cash registers. In this case, it is difficult to retain customers. Once the customer does not want the product you want It will leave, and the transaction rate is often very low. The design of the store design will pay attention to the integration of the function, increase the beauty experience area and wait for the leisure area, so that the store can attract more customers. This can also increase the time for customers to stay in the store and enhance their desire to buy products. These are the directions of many offline cosmetics stores. Through the design of storefronts to enhance and enrich customer experience, with a good product and experience, it is possible to enter the store again, from new customers to old customers. This, in fact, the store rarely considers when opening the store. Even if it is considered, it will dispel the thoughts because of cost. In order to take into account both design and low cost, you need to find a professional person. Ligu design has senior experience in the design of cosmetics stores. It can formulate a clear plan according to the brand characteristics and specific requirements. It integrates design and landing construction. It can save the cost of opening the store while quickly becoming the store.
It is necessary to inspect the direct -operated stores in advance, including the number and operating situation of the brand direct -operated stores, which can reflect the feasibility of this project.
Is a good project must be a market inspection project. Direct stores are the best way to test project feasibility. The successful operation of a direct -operated store can test the correctness of the business model of the project, the product is suitable for the current consumption trend, and the store operation is operable. The development of direct stores also objectively shows the core competitiveness of the brand.
Is a good project directly operated stores must be the same as benchmarking: in place, excellent products, attractive decoration, excellent site selection, and super profitability. Where can I summarize the successful teachings to franchisees?
On how to open the washing supplies
In the next step:
In find a good channel to ensure that it is available when the customer places an order.
In the brand, rent the store, and determine the size of the store.
M recruitment of skin care clerk.
Pet some trial samples.
M promoting shops on the website or social platform.
Is my answer can help you!
The location of the cosmetics store is very critical. The military method said: the victory of the soldiers, the assistance of the ground, the importance of the geographical location. Some people say that the location of the store determines about 50%of the turnover, which makes sense. In the industry, there is a one -step difference in the industry. Even if it is almost in the same location, the business will be much worse. It can be seen how important it is to open a store.
The site selection of cosmetics stores is generally judged based on the positioning of the store and the consumer group faced. If you want to operate a brand with high prices
, the cosmetics of young white -collar workers should be selected at women's gathering areas with higher consumption levels, such as boutique clothing stores, jewelry stores, high -end office buildings, etc. For the cosmetics of young people, you should choose a bustling street in KFC, McDonald's or near universities.
The cosmetic shop is generally divided into several forms according to the different environment.
1. The most typical one is KFC McDonald's and Watsons. Its stores are generally opened next to or or inside a large store with a particularly large traffic. They attach to large merchants to bring themselves a source of customers, as well as cosmetics shops.
The attached store advantages, concentrated customers, and stable turnover, but the cost of rent and other costs leads to high operating costs. Such shops have high influence on operating level and brand, as well as the professional level of salespersons. The operator must have certain experience and funding foundation in order to open the store in this kind of place. Otherwise Those who enter the industry enter.
2, commercial district boutique
The shops are located in relatively prosperous downtown areas, and they are driving on commercial streets and pedestrian streets that are more than ten miles now. The flow of people is also relatively large. This kind of business district may not be considered a category in cities, but it will also attract some consumers. Most cosmetics stores are located in this type of business district.
3, serving the community store
Due to the gradual expansion of the urban area, more and more communities, and opening a store in the community is also a good choice. Community stores will have a good development prospect. Such a store passenger flow is generally small, but the rent will be very low. It is mainly for customers in the community. The general operation is relatively stable.
In selection of the store, choosing a product is one of the essential preparations. To determine which product you want to operate, you need to understand the market conditions of this product, and some information about this product. Only when you fully understand the market and have a comprehensive understanding of the cosmetics you operate, the store may be successful. If there is still a problem, click on the avatar consultation.
For enterprises, specialty stores bear the two functions of the image window and sales. The same is true for dealers, but dealers pay more attention to the improvement of sales performance. To improve sales performance, we must do a good job of marketing and focus on marketing. Since the terminal form of opening a specialty store has been homogeneous, then you must find a way to distinguish the characteristics of business and do it. Do it and do it. Do it. Differentiated, thereby enhancing the attractiveness of specialty stores to consumers. While doing a good job of image display, it promotes the improvement of sales performance of specialty stores.
1. Opening a specialty store should highlight the taste of the manufacturer and dilute the middle merchant
From the consumer consumer mentality, consumers always like to go directly to the manufacturer to get the goods when shopping. It is also the most fair. Once there is an intervention in the intervention, it feels that there is a price increase in the middle, the price is not favorable, or the goods are not reliable. In order to cater to the psychology of consumers, the author should try to highlight the taste of the manufacturer as much as possible in the layout of the specialty store, and dilute the traces of the middlemen. Especially some details in the service, for example, employees are dressed in the same uniform as manufacturers, wearing the same brackets as manufacturers, all files and office supplies marks have manufacturers' marks, and even the envelope used by the use of paper, all from the envelope, all from from, all from from, all from from, all from from, all from from, all from from, all from from. The manufacturer was transferred, and the internal publication of the manufacturer was placed on the book rack. Through such details, it was impressed by consumers to create a store directly under the manufacturer.
2. The specialty store should create a production -related atmosphere
Since it is a manufacturer's specialty store, in order to increase the authenticity, it is necessary to create an atmosphere related to production, especially the production technology of product characteristics. For example, the author posted the brewing process, cellar characteristics, and related cultural materials that the wine brand focused on promoting. , Let consumers see and feel intuitively.
3. Service is the key
In this regard, the training of employee service awareness is very important. For the influence of cultural factors, many people think that serving others is a low -person, especially in some areas in the north. The service awareness of Chinese people has always been poor. From subjective to objective, it is difficult to require employees to maintain excellent services at all times. Many times, employees' service consciousness is superficial and unsuitable. The boss is there to perform better; the boss is not here, and it may be greatly reduced. Unless the boss stares in the store every day, it will not be able to ensure the continuity and consistent service quality. In order to ensure the quality of service, the staff of the specialty store cannot simply call the existing business personnel. Instead, they must be re -selected from the outside, using excellent employees to drive the atmosphere of the specialty store, and also put pressure on the old employees in the formulation of salary.
The awareness of service as an employee is to form the habit of serving customers. When facing customers, you can habitually express a suitable attitude and language. However, cultivating employees' awareness of service and prompting them to form habits is simple, but it is not possible to cultivate and train in five or six years. From the perspective of the boss, the cost of this training and training is relatively high. Whether it is worth it is often suspected. There is a shortcut here to learn from. Dealers can directly recruit some employees with such a good service consciousness, such as hotel staff. As we all know, the benchmark of the service industry is the hotel industry. The hotel has repeatedly emphasized the word service. Since entering the hotel, he has been emphasized the consciousness of this "service". After a few years, the hotel staff's service awareness has been deepened. To a certain extent, a habit of habits and behaviors have been formed. After entering the enterprise with the foundation of this service consciousness, their transformation costs are very low. The acceptance of the concept is high, and it is much smoother.
A although the staff of the hotel lacks related product knowledge, it can be solved by short -term training. However, if you want to improve the employee's awareness of service through training, it is not possible to work hard for a few years.
The excellent service attitude is the best way to build word of mouth, and the author also pays special service fees for employees of the store. In response to this service issue, economic support is given. From the actual effect, this method is very effective. It is should be bundled with the service to strengthen their service awareness. The service requires employees to mobilize their feelings. This mobilization of feelings is a kind of dedication for employees. As a boss, we must consider this effort to give employees a certain degree of economic return. The author has set up special allowances for high -quality service. As an employee, since there is an additional service allowance, then the service attitude and consciousness are naturally noticed and reflected in the service attitude and consciousness.
4. Union can make bigger
The high -end stores are just a store, and its influence and ability are limited after all. If you want to make business bigger, you must learn to cooperate, find some partners who have no competitive relationship with them, and cooperate with them to develop consumers. For example, joint promotions with some related brands related to some associated brands, through the form of joint consumers, binding sales, public relations activities, etc., borrow their channels and customer resources to approach common consumers and expand market influence.
5. Go out of the store, actively marketing
The shop is fixed. It is impossible for all consumers to enter our store. Furthermore, we can't sit in the store and other consumers to come to the door. We have to find a way to go out and take the initiative to contact consumers. The author's method is to enter the community. There are two types of communities selected. One is the centralized residential area of a large enterprise and large units, and the other is a high -level residential area. The residents in these two residential areas have good consumption capacity, and the price sensitivity is not high. It pays more attention to services and brands. It is the main consumer group of specialty store products. Through free tasting, gifts, product display, public relations activities, etc., and the target consumer groups are fully contacted, the characteristics and image of the brand and specialty stores are conveyed. The author's experience is more calm and easy to communicate with consumers in a non -business environment, and it is easier to win the favor of consumers. Customers developed through such activities are also relatively stable.
The above items are some soft kung fu in the specialty store. Of course, it is necessary to do a good job of specialty stores. Site selection, decoration, funds and other hardware are essential. It is important that the space and potential to play are also greater, and it also tests the wisdom and ability of dealer bosses.
Now the cost of opening cosmetics stores is getting higher and higher, the geographical location is getting worse, and the professional quality of the clerk is getting worse and worse. At the same time, it is becoming more and more difficult to recruit employees. Although there are many difficulties, in order to survive and develop, the store customer base is different, so the product structure and service characteristics of each store are different. n (1): Who pays your money -customer. Before opening the store, you must figure out the revenue of the group around your store, which will determine the structure of your choice. This is easy to understand. You have to figure out who to buy your product and open it in a low -income industrial area. If you introduce high -end brands, it is not to find death, you ca n’t sell it. Open in the commercial area, if the store is full of three or four brands, guests will not enter the store ... and so on.
(2): What are the benefits of your customer -value. You know why guests buy cosmetics? That's because guests need to improve some of their skin problems (dry skin, yellow, spots, black, wrinkles, acne, scars, etc.). When our beauticians help guests choose the product:
1 is the safety of the product (what is mentioned here is not that the brand's products are not safe, but every product has it. Personality, when matching is not good, it will stimulate the skin of the guests, and sometimes allergic. This requires a beautician to be a professional knowledge);
is the product effect. The effect will go to other stores next time. There are no loyal customers in the world.
(3): How to make customers pay for — marketing. It is very difficult for customers to buy a product in the store. Sometimes I saw the clerk's saliva and said it. After a few hours, the guests bought it. The main reason here is trust. Sometimes I often think about how to reduce the difficulty of buying the clerk and enhance the trust of the guests. The commonly used methods include improving the decoration of the store, the display of the product, the advertising placement, and the uniform uniform of the clerk. In fact, these are important, but I personally think that the clerk's intimacy and professional knowledge can give guests a sense of security.
(4): How to send value to customers -channels and methods. Some stores depend on selling products directly. Some stores make money to sell products behind them. Each store's survival methods and methods are different. Everyone needs to find it from me. Survival is the most fundamental.
(5): How to do -the main task. The responsibility of the owner and the clerk is different. Everyone must be clear and know what their responsibilities are.
(6): What is missing -resources. In fact, the most lacking resources in entrepreneurship are the necessary professional knowledge and capital contacts. Each industry is the same. The deeper you know the industry, the easier it is to find out its profit points.
(7): Who can help you -partners. A good guy for three people, one person cannot do a lot of things. When starting a business, you can find other people's help (loved ones, friends, like -minded.) As the saying goes: brothers and brothers calculate accounts. Only when it is clear, it is clear that cooperation is possible. Otherwise it is better to do it by yourself.
(8): How many ways to make money -product lines. According to the area and location of your store, the product line can be appropriately increased, such as beauty products, washing supplies, imported snacks, imported skin care products, personal care projects, etc., and many need to be excavated by themselves.
(9): How much does it cost to make money -cost structure. The transfer costs, rent, brand costs, personnel costs, and decoration costs of the store must be considered clear before opening the store.
The design of cosmetics stores must not be ignored by highlighting the brand. The brand effect is a benchmark in the cosmetics industry. Most women when choosing cosmetics are a factor that affects them that they cannot ignore. It is not just a part that the brand is not just in the product, and the store design and decoration can also be used. It highlights the brand to the facade, display cabinet, icon, packaging and other places, so that customers have more opportunities to see and contact, so that they are convenient for customers The brand imprint in my heart to form a brand cognition, which is conducive to customers in the future to think of a brand to think of your store.
Most cosmetic stores are just displaying the product simply when designing. Except for the product display area, there are only seats and cash registers. In this case, it is difficult to retain customers. Once the customer does not want the product you want It will leave, and the transaction rate is often very low. The design of the store design will pay attention to the integration of the function, increase the beauty experience area and wait for the leisure area, so that the store can attract more customers. This can also increase the time for customers to stay in the store and enhance their desire to buy products. These are the directions of many offline cosmetics stores. Through the design of storefronts to enhance and enrich customer experience, with a good product and experience, it is possible to enter the store again, from new customers to old customers.
This, in fact, the store rarely considers when opening the store. Even if it is considered, it will dispel the thoughts because of cost. In order to take into account both design and low cost, you need to find a professional person. Ligu design has senior experience in the design of cosmetics stores. It can formulate a clear plan according to the brand characteristics and specific requirements. It integrates design and landing construction. It can save the cost of opening the store while quickly becoming the store.